-By Meg Major

With tree fruit season in full swing, California growers are raring to go, with plenty of fruit to supply promotions all season long. Indeed, the outlook for California's 2008 tree fruit is bright, according to officials from the California Tree Fruit Agreement (CTFA).

"With adequate chilling hours this winter, we can expect better flavor in the fruit, along with better sizing," notes Sheri Mierau, CTFA's president.

Of the 57 million packages expected to be harvested, peaches will account for 23.8 million, plums for 11.6 million, and nectarines for 21.2 million. The peach and nectarine crops are expected to be similar to those of 2007, but the plum crop, thanks to a better set and better sizing potential, should be about 10 percent bigger than last year.

Nectarines started off with the biggest bang in mid-May, right in time for Memorial Day promotions and June first-feature ads, says Mierau. The recent warmer weather is expected to bear fruit in the market—literally—with higher yields in all stone fruit categories this year.

As the California peach, plum, and nectarine industry goes, so does CTFA, which annually provides additional tools and resources to help grow the stone fruit category. This year will be no exception, as CTFA will be dedicating even more funds to the development and availability of tools and resources for the retail trade and the industry, redirecting efforts from traditional CTFA activities.

The Reedley, Calif.-based organization is embarking on a new integrated "Summer C" campaign designed to promote California stone fruit as a great source of vitamin C (see the sidebar below). The new effort will further enhance the varied resources CTFA launched in 2007, including a best practices study, new photography, and POS materials.

The goal behind this summer's major effort is "educating consumers about the health benefits of peaches, plums and nectarines," explains Mierau. "The more educated consumers are about the fruit and how to select it, the more likely they will make successful purchases."

CTFA's domestic market manager, Joanna Frith, concurs. "The potential for utilizing CTFA's resources is endless. Last year alone, many different retailers capitalized on the tools by creating ads, stone fruit newsletters, or features on their Web sites. The stunning photography and ready-to-use POS makes it convenient for retailers to include in their program throughout the season," says Frith.

"Ultimately," notes Mierau, "our goal is to grow the stone fruit category," and CTFA will do whatever it takes "to provide industry and retail with research-based tools and resources to help them more easily accomplish that goal."

Guaranteed taste

At presstime, Mierau was preparing to accompany California governor Arnold Schwarzenegger on a trade mission to Canada in late May. She was joining other agricultural representatives in promoting California agriculture in Canada, which has been the top trading partner for the California peach, plum, and nectarine industry for more than 20 years.

While Golden State tree fruit growers and marketers are pumped about the prospects of bringing retailers a ripe summer harvest that's sure to please shoppers, other groups are also taking steps to gain consumers' confidence by assuring an excellent eating experience. Parlier, Calif.-based FreshSense, which represents the Ripe 'N Ready brand of peaches, plums, and nectarines from a group of California growers and packers, unveiled an unprecedented "Great Taste Guarantee" program for tree fruit packed under the preconditioned Ripe 'N Ready label.

Under the guarantee, FreshSense is making consumers an offer they can't refuse by promising "to buy back from consumers any piece of Ripe 'N Ready fruit if it fails to deliver great taste," explains Blair Richardson, FreshSense's c.e.o.

Richardson, a former president of CTFA, says the Great Taste Guarantee speaks to an issue that the industry has in many ways brought upon itself: eroding consumer confidence. "For years and years, the supply side has struggled to overcome a lack of consumer confidence in the stone fruit category, but to a large degree, it's been our own fault," he says. "When preconditioned products came into being about five or so years ago, the primary focus was on an improved eating experience.

"And while we've made lot of progress," he goes on, "there's much more that can be done to help consumers change their mindset and correct the single biggest consumer complaint, which is an inconsistent eating experience with peaches, plums, and nectarines. We want to restore that confidence, and the Great Taste Guarantee tackles that issue head-on by offering consumers a risk-free opportunity to hopefully overcome that concern and bring them back in."

'Reputations on the line'

At presstime, the first Ripe 'N Ready fruits—producers of which include major tree fruit players Ballantine Produce, Sanger, George Brothers, Fowler Packing Co., and Sunwest Fruit—were making their way to the marketplace following favorable weather and great orchard conditions.

The Great Taste Guarantee will apply only to fruit purchased from exclusive Ripe 'N Ready retail partners, since FreshSense is obviously unable to guarantee other shippers' fruit, says Richardson. The program will be promoted at the store level with POS materials, which will include tear-off pads with a toll-free phone number consumers can call to contact FreshSense to register complaints or raves. And though the program's main goal is to rebuild consumer confidence, Richardson says any consumer calls will only serve to help FreshSense identify and address any problems in the supply pipeline.

Richardson says that when he presents the new guaranteed-taste program to retail accounts, most produce directors are initially incredulous. "But once we go on to discuss how we're prepared to stand behind our claims of marketing great fruit, how we're willing to put our reputations on the line, and how we'll use the guarantee to correct and address breakdowns in the system, retailer reception is very supportive."

The Ripe 'N Ready Great Taste Guarantee program isn't for everyone, admits Richardson. "If they're going to get into it, retailers need to really commit. It's a premium product that will demand a product price," but one that he guarantees will be worth every penny.

Making mangos more popular

While California tree fruit clearly commands much of the attention in produce departments during the summer, the Orlando, Fla.-based National Mango Board (NMB) has all hands on deck working to increase U.S. mango consumption this year through a stronger-than-ever promotional program. With a solid retail component pushing for more mango demo events, displays, and education materials in stores, the NMB staff is working through the media, direct marketing events, and foodservice industry activities to ignite consumer interest to "pull" mangos off store shelves.

"Our retail and consumer programs talk to consumers about mangos in a way that makes them feel less intimidated to take them home from their grocery store," says NMB's Wendy McManus. "By increasing familiarity with mangos, we hope to also increase their consumption."

At the ready with tools, including POS materials, category development resources, and promotion incentives to help retailers improve their mango movement, the NMB is urging grocers to include mango-focused messages in their ads and on their Web sites, and to build larger primary and secondary mango displays to help keep mangos in the forefront.

NMB plans to place strong emphasis on mango demonstration events that invite shoppers to taste fresh mango--often for the very first time. McManus says demo events are an investment in creating lifelong mango buyers, while driving immediate mango movement.

NMB hit the ground running at the start of the year by promoting mangos on the CBS Super-Screen in New York City's Times Square from mid-December

to early January, and participating in the 2008 Grammy Celebration in early February. The mango board has more in store, including a new celebrity spokeswoman, Ingrid Hoffmann, star chef of television's Simply Delicioso.

Because June is the month when the most mangos are available and consumed, NMB will promote brand-new recipes from Hoffmann on TV, online, and in print, including a newspaper and magazine schedule that will feature a series of mango-based recipes and other story ideas to keep mangos on consumers' minds throughout the year.

CTFA Adds C-sonal Promo

The California Tree Fruit Agreement (CTFA) wants grocers to "C" the light with a new integrated consumer campaign currently underway to promote California summer fruit as a good source of vitamin C.

"We have always known our fruits are healthy and a good source of vitamin C," says Sheri Mierau, CTFA president, although most consumers typically associate vitamin C with the predominantly winter citrus fruits. The new "Summer C" effort provides a consumer-friendly message to get consumers thinking of California peaches, plums, and nectarines as their fresh source for vitamin C all summer long, notes Mierau.

As CTFA's first aggressive nutrition-based integrated marketing program in several years, the new campaign will capitalize on the fruits' nutrition benefits with a catchy message and a multifaceted program including a digital media element, an expansive PR component, and an array of retail POS materials.

The retail outreach efforts will be highlighted by extensive outreach to American Dietetic Association national spokespeople and supermarkets' registered dietitians. CTFA's Summer C POS materials are available to grocers free of charge, and POS messages such as "Summer C Fresh from the Tree!" and "Summer C for a Healthy Me" with highly stylized photography are available in a variety of formats.

Demand-builder advertorials for industry members to use with their retailers are also available, says Mierau, adding that four nutrition advertorials were created featuring Summer C messaging: one for each fruit, and then a collective one for PPN.

The online digital media campaign, which will run June 1 through Sept. 15, will include a series of banner advertisements and affiliated newsletters on leading Web sites targeting moms and kids, such as AllRecipes.com, FoodNetwork.com, RachaelRay.com, Recipezaar.com, Family.com, and FamilyFun.com.

The messages will remind consumers that "California peaches, plums, and nectarines are a good source of Vitamin C," with a call out to "Get Your Summer C Today!--in Stores Now!" By clicking on the ad, consumers will be transported to a Summer C Microsite within Eatcaliforniafruit.com, where they can learn more about California peaches, plums, and nectarines; get new healthy recipes and nutrition facts; and discover the benefits of vitamin C.

The Summer C message will also be incorporated into the new PPN TV, which is scheduled to be launched this season. PPN TV is a series of 1.5- to two-minute "Webisodes" that will take the consumer into the orchards, the grocery store, and the kitchen to get the full experience of fresh California peaches, plums, and nectarines.

Other aspects of the Summer C consumer outreach plans include a national consumer press mailing featuring recipes developed by registered dietitian Jackie Newgent, and a national radio blitz on June 23 spreading the Summer C message coast to coast.

Kid outreach is also included in the campaign through a partnership with Scholastic to produce a colorful and informative poster that appears in the May/June issue of Instructor magazine.


NatureSweet, Weber getting grills on

NatureSweet Tomatoes and Weber-Stephen Products Co. are cued up for a national consumer and trade promotion that will provide produce managers with shippers to display a case of NatureSweet Cherry tomatoes and free recipe booklets featuring grill-friendly recipes developed by the duo.

More than 1 million of the recipe booklets, Grilling and BBQ Cooking with Vine Ripened Cherry Tomatoes, are being distributed nationwide, making it one of NatureSweet's largest promotions to date, notes Kathryn Ault, marketing director for San Antonio-based Desert Glory's NatureSweet brand. "Because grilling is about more than just meat these days, the recipe booklet is aimed at a more health-conscious lifestyle, providing grilling tips for tomatoes and other vegetables, along with recipes, product coupons, and safe grilling tips."

According to Ault, the tips for grilling tomatoes and other vegetables will also encourage more fresh produce purchases as consumers understand how to cook vegetables on the grill. Direct contact with the cooking grate, for example, enhances the flavor of grilled vegetables. There are also tips for seasoning and keeping vegetables moist, and a guide for adjusting the grilling time for vegetables. The promotion, which has strong trade participation, also includes an incentive program for produce managers, featuring a Weber grill package.

The promotion, adds Ault, "will help grocers move more produce as consumers learn to appreciate the variety they can add to their grilling."

For more information visit www.naturesweettomatoes.com.


Del Monte cues 'Fresh Grill Thrill'

Grilled fruit is a hot and healthy trend that's firing up many fresh produce organizations this season, among them Del Monte Fresh Produce Co., which is partnering with Char-Broil for the "Fresh Grill Thrill" Sweepstakes.

Now through Sept. 15, 2008, consumers can visit www.fruits.com for a chance to win prizes. Two winners will receive the grand prize of a Char-Broil Red burner grill, and six first-prize winners will receive a Char-Broil designer stainless grill. More than 50 additional prizes will also be awarded.

As an important element of Coral Gables, Fla.-based Del Monte's ongoing campaign to help consumers lead healthier lifestyles, the grilling-themed sweepstakes promotion follows on the heels of "the great response we received from our recent 'Spa Getaway' and 'Best Smoothie Ever' promotions," says Dionysios Christou, v.p./marketing.

With an abundance of research supporting consumers' affinity for grilling, Christou says, "We want to help consumers realize that it's easy to incorporate fresh fruits into a variety of grilling recipes, or even as a side dish to complement their barbeque chicken, meats, or seafood.

"Incorporating grilled fruits into any meal is an easy way to add a sweet and delicious flavor on hot summer days," he adds. "Outdoor grilling and consumers' demand for more fruits are on the rise, and Del Monte [wants to provide] innovative solutions that will help increase their frequency of fruit consumption."

Retailers can take full advantage of Del Monte's program to increase traffic in their produce departments, drive impulse sales, and generate healthy profits by employing themed secondary displays and in-store demos. For more information contact Christine Duffy at (305) 520-8343 or cduffy@freshdelmonte.com.


Juicing up

Drinking your fruit counts, too, but in the realm of antioxidant values, blueberry juice scores at the top of the list among over a dozen juices tested by USDA's Agricultural Research Service, including pomegranate, apple, prune, cranberry, and Concord grape.

Using the Oxygen Radical Absorption Capacity (ORAC) testing procedure--the gold standard of antioxidant measures for detecting the free-radical scavenging ability of foods--blueberry juice had the highest ORAC score of 2,906 umol TE/100 grams. The ORAC test has become the most referenced source of antioxidant values for food.

Susan Davis, nutrition advisor to the Old Town, Maine-based Wild Blueberry Association of North America, says while a glass of juice can be a refreshing, nutritious energy boost, "moderation of how much juice you drink is key. Control calories by making juice part of an overall healthy diet that includes many fruits and vegetables, and balances carbohydrates, fats, protein, and fiber."

The USDA Dietary Guidelines for Americans recommend anywhere from 2.5 to 6.5 cups, or five to 13 servings a day, of colorful fruits and vegetables--depending on age, gender, and activity level.

A four-ounce glass of 100 percent fruit juice equals half a cup of fruit and counts toward daily fruit serving goals, says Davis, who recommends fresh, frozen, canned, juice, or dried fruits, "because all forms count when you're trying to add more fruits and vegetables into your diet."


Mann Packing, Reynolds team for smokin' promo

Salinas, Calif.-based Mann Packing Co.'s fresh-cut vegetable products will move from stovetop to grilltop as part of the 2008 Reynolds Wrap Foil summer grilling program.

Designed to provide shoppers with ideas and instructions for grilling, the promotion includes components such as in-store displays, recipe books, and coupons.

"We like this promotion because it provides new ideas for using vegetables beyond traditional stir-fry or steam applications," says Lorri Koster, Mann's v.p./marketing. "It's also a fresh idea because it adds healthier options to traditional barbecue-type recipes."

The program will feature Reynolds Wrap at free-standing display units in the produce departments of more than 10,000 stores across the country. The shippers will include a grilling guide that features Mann's products in recipes such as Grilled Chicken Salad with Mann's Stringless Sugar Snap Peas, and Teriyaki Pork Chops made with Mann's California Stir Fry. Throughout the promotion, 500,000 grilling guides will be distributed via the display shippers, all carrying a 55-cents-off coupon for Mann's fresh-cut vegetables.

Koster says the "promotion is a strong performer for us. We see high coupon redemption, and many consumers contact us for additional recipes. It's a great opportunity to partner with a strong brand like Reynolds."

For more information visit www.veggiesmadeeasy.com.


Sunsweet offers healthy living promo

Sunsweet Growers is offering consumers a free booklet, 10 Steps to Build a Healthier Lifestyle, when they purchase three bottles of Sunsweet Prune Juice.

The booklet offers 32 pages of nutrition, exercise, recipes, and tips that contribute to a healthy lifestyle, compiled from a team of registered dietitians and health professionals. Consumers must mail in three labels from specially marked bottles of Sunsweet Prune Juice to receive the free booklet.

For more information visit www.Sunsweet.com.